Guest post from former Florida Congressman Alan Grayson. This originally ran in his email newsletter. I’m including all his original links and reprinting with his permission. I especially love this quote: “if you are a useless lout who has done nothing good for The People, but you still aspire to public office, then negative ads really are your only alternative.”
My son is doing a science experiment on politics and negative advertising. And the results are in. But first, a few words on negative ads.
They are pervasive. Back in 2012, virtually every dollar that the national parties spent on Congressional campaigns was spent on negative advertising. (Expenditures for and against candidates are reported to the FEC separately, so you can look it up.) It’s gotten a little better since then, but more than 90% of party and PAC advertising remains negative.
Belief in negative advertising is also pervasive. I can’t think of a single political leader or political consultant who would tell you that “positives” are more effective than “negatives.” We had an interesting example of this a few months ago. When GOP Senate Leader Mitch McConnell tried to elevate Luther Strange above Roy Moore and Mo Brooks in the Alabama Senate GOP Primary, he didn’t say anything good about Strange (apparently, a hopeless task). Instead, McConnell dumped $7 million of party money going negative on Moore and Brooks, which backfired when Moore got the GOP nomination. (And the rest . . . is history.)
Which proves that if you are a useless lout who has done nothing good for The People, but you still aspire to public office, then negative ads really are your only alternative.
So anyway, my son Stone, a 7th grader, came up with the idea that for his science project, he would try to measure the effectiveness of positive and negative ads. (He really came up with this himself. Smart kid.)
He created four positive ad posters for candidate Johnson, with suitable imagery:
JOHNSON FOR CLEAN AIR AND WATER!
JOHNSON STANDS FOR EQUALITY!
JOHNSON WILL IMPROVE EDUCATION!
JOHNSON WILL RAISE YOUR SALARY!
Each ended with the tag line “Vote for Johnson.”
Then he came up with four negative ad posters for Johnson’s opponent, Smith. They read this way:
JOHNSON IS A CROOK!
JOHNSON WILL RUIN THE ECONOMY!
JOHNSON WILL RAISE TAXES!
And the inevitable:
JOHNSON IS A COMMIE! (featuring a picture of Marx, Lenin and Mao).
Each ended with the tag line “Vote for Smith.”
So the 7th graders saw the posters, and voted as follows:
Johnson 19
Smith 12
When my son told me the results, I felt an enormous sense of relief. I really wanted Johnson to win, and not just because he’s a Commie. No, I wanted Johnson to win because his positive ads are an effort to convey to the voters the enormous power that we all have. What power? The power to make the world a better place, by making better rules for everyone.
That’s why I do it, anyway.
You can look at these results and feel a renewed faith in humanity. Or if not all humanity, at least seventh-graders.
A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com
